INCINNATI--(BUSINESS WIRE)--While lots of people hope to be celebrating their winning team this Super

Bowl Sunday, Pampers, the #1 choice of parents*, is rooting for “Team Dad” with a new video remix of
John Legend’s popular hit “Stinky Booty Duty.” The video debuts today starring John Legend and his
family – Chrissy, Luna and Miles – alongside Adam Levine and his daughter Gio Grace, and celebrates the
important role dads play in their babies’ lives and kicks off Pampers' new campaign “Love the Change.”

February 08, 2019 by Laura Entis

P&G's Sarah Pasquinucci on why the diaper brand's Super Bowl ad strategy didn't include a TV
spot.

Feature

Company: Pampers (parent Procter & Gamble)

Campaign: Stinky Booty Duty 2.0
Agency mix: In-house (marketing, communications), MSL (PR, advocacy, and social media),
Friends at Work (production)
Duration: February 1-4, 2019

This year, Pampers went the non-traditional route of creating a Super Bowl ad that didn’t run on
television. Instead, the diaper company released a social and digital-only ad featuring celebrity
dads, including singers John Legend and Maroon Five’s Adam Levine, singing about changing
their babies’ stinky diapers.

Strategy
"Somebody's got a stinky booty. Her name is Luna and she made a poopy."

Those were the lyrics to a song Legend serenaded his daughter with while changing her diaper in
a successful Pampers ad last summer.

The company wanted to do a sequel of the ad as a celebration of dads and the changes
parenthood brings. Enter Stinky Booty Duty 2.0. Brainstorming for the campaign began in
November 2018. By early December, Pampers had settled on a concept strong enough to debut
during Super Bowl LIII as an online-only ad.

"Our goal was to use the nation’s largest advertising and social media stage to connect with
parents - both moms and dads alike," said Sarah Pasquinucci, associate director of
communications for North America Baby Care at P&G.